In the Canadian casual dining landscape, few names resonate as deeply as East Side Mario’s. Since opening its doors in 1987 in London, Ontario, and launching its franchise program in 1989, the brand has become synonymous with “Mangia, Mangia!”—a philosophy of abundance, family, and authentic community connection. Today, with 61 locations and a workforce of over 3,000, the brand is leveraging its four-decade legacy to pioneer a new era of tech-forward, community-centric franchising.
The Power of Value and Quality
The cornerstone of the East Side Mario’s experience has always been a commitment to value. Its signature All-You-Can-Eat program, offering endless soup, salad, and garlic homeloaf with every entrée, remains a market differentiator that drives guest loyalty. In an era of “shrinkflation,” East Side Mario’s remains a sanctuary of abundance for over 7 million guests annually.
Behind that value is a disciplined operating and sourcing model supported by the Recipe Restaurant Group, allowing the brand to maintain strong restaurant-level margins while continuing to deliver compelling guest value. Through scale purchasing, menu engineering, and operational consistency, East Side Mario’s balances affordability for guests with profitability for franchisees.
“We joined because we believed in the core concept of ‘All You Can Eat.’ It has been amazing working with a franchisor that listens and supports the franchisee, helping pave the way for success through great tools, people, and a successful business model.” — Manny and Faraz Azar, Franchise Partners, London Fanshawe
Guests trust that the food on their plate is prepared with integrity and amore. The brand maintains rigorous standards for every recipe, ensuring signature items like the in-house made Chicken Parmigiana, Cheese Cappelletti, and Calamari Al Diavolo have captured taste buds since day one. This trust was formally recognized in 2026, as the brand was honored with the BrandSpark Most Trusted Award for Casual Italian Dining in Canada. For franchisees, this established reputation translates into a built-in, loyal customer base and a resilient business model that thrives even in fluctuating economies.
Part of the Famiglia
East Side Mario’s franchisees become part of the famiglia the moment they join. The brand provides a robust, multi-layered support system designed to ensure no partner operates in isolation.
The brand prides itself on 1:1 mentorship, weekly meetings, and a comprehensive digital training hub. Additionally, a franchisee collaboration committee ensures that strategic plans are developed alongside partners. Franchisees benefit from a national marketing fund driving large-scale media buys, while local toolkits empower owners to engage their communities. Social leadership is also fundamental, supported through national charities like Breakfast Club of Canada.
“I chose to franchise with East Side Mario’s because I was drawn to the energy of the brand, the proven business model, and the incredible support. Over the last 10 years, the experience has been both rewarding and inspiring. The team provides the framework for everyone to succeed, and being part of a brand that guests love keeps me motivated every day.” — Janet McDonald, Franchise Partner, Sydney
The Future and Growth
Sustained profitability serves as proof that this model is a reliable path to entrepreneurship. The next five years represent a bold reassertion of brand leadership, defined by:
- New Store Growth: A new prototypical restaurant design and renovation package inspired by the energy of the San Gennaro street festival.
- Retail Expansion: Growing the brand’s presence in grocery aisles to keep the name top-of-mind at home.
- Next-Gen Tech: Driving efficiencies through robotic server assistants, advanced kitchen technologies, and AI integration.
For the entrepreneur seeking a scalable model that balances a 40-year legacy with innovation, East Side Mario’s offers a future built on Amore and sustained profitability.
Testimonials
“I chose to franchise with East Side Mario’s because I was drawn to the energy of the brand, the proven business model, and the incredible support. Over the last 10 years, the experience has been both rewarding and inspiring. The team provides the framework for everyone to succeed, and being part of a brand that guests love keeps me motivated every day.” — Janet McDonald, Franchise Partner, Sydney
“We joined because we believed in the core concept of ‘All You Can Eat.’ It has been amazing working with a franchisor that listens and supports the franchisee, helping pave the way for success through great tools, people, and a successful business model.” — Manny and Faraz Azar, Franchise Partners, London Fanshawe